Method and Display for Merchandising Nail Products

ABSTRACT

A blister pack comprised of a card having a product to be used in a stepwise process for grooming the nails blistered thereto wherein the card contains indicia noting the step of the stepwise nail grooming process the blistered product is to be used in; a retail display where nail care products to be used in a stepwise process for grooming the nails are found in separate corresponding sections of the display; and a method for selling nail care products to be used in a stepwise process for grooming the nails in a retail store environment.

TECHNICAL FIELD

This invention is in the field of methods and displays for merchandisingnail products to be used on steps.

BACKGROUND OF THE INVENTION

Many cosmetics companies sell in self-select channels such as large massvolume retailers, drug, and food stores. The term “self-select” meansthat the products are sold in a retail environment where the consumerselects the cosmetic product she wants to buy, generally without theadvice and assistance of a beauty advisor. In contrast, in channels oftrade such as department stores, cosmetics sales are assisted. The term“assisted” means that cosmetics are sold to the consumer by a beautyadvisor who is present to advise the purchaser and select the cosmeticsthat are best suited to her.

In order to keep their current customers happy and woo more departmentstore purchasers to the mass market, cosmetics companies that sell inthe mass market have been working hard to reconfigure their displays tomaximize shopability. The displays, or “walls” as they are called in theindustry, should be set up such that products are easy to locate and theshopper can readily distinguish between products that are suitable forher and those that are not. The term “shopability” means the ease withwhich the shopper can shop the wall and find and select the products sheis interested in and that are appropriate for her needs.

One example of a cosmetics wall that has improved shopability is setforth in U.S. patent application Ser. No. 11/283,239, filed Nov. 18,2005, entitled Method and Display for Selling Cosmetic Products. Thispatent application is directed to a cosmetics display wall, which, amongother things, contains eye products that are color coordinated andplaced into sections of the wall based upon what eye color they arerecommended for. The consumer with, say, blue eyes will shop at thesection of a wall marked wall that contains an eye shadow, mascara, andliner products that are pre-selected by the cosmetics company as mostsuitable for individuals with blue eyes. The products are also colorcoordinated with each other. Thus, the shopper need only determine hereye color and purchase the products recommended for that color. Inanother embodiment, the display wall contains face products such ascleanser, toner, moisturizer and foundation that are designed to beapplied in steps. The wall contains clearly delineated numbered sectionswhere the products meant to be used in the first step of the beautyprocess are found in the corresponding first section of the wall, withthe products to be used in the second step of the process in the secondsection of the wall and so on.

Another example of a wall that is designed to improve shopability is setforth in U.S. patent application Ser. No. 11/283,233, filed Nov. 18,2005, entitled Method and Display for Merchandising Cosmetic Products.This patent application describes a wall that is set up in sections suchthat each section contains products that are designed to treat a certainbeauty issue. For example, one section may be named as “prepare” andinclude products that prepare the skin for application of makeup. Suchproducts might include spot concealers, dark circle correctors, and soon. Another section of the display will be devoted to another beautyissue such as “color”, which means that after the skin is preparedcolors such as eyeshadow, lipstick, and the like can be applied to theface.

Cosmetics manufacturers have also extended the improved shopabilityconcept to hair color. U.S. patent application Ser. No. 11/424,328,filed Jun. 15, 2006, is directed to a method and display formerchandising hair color. In one embodiment, the hair color kitssuitable for use with light, medium, and dark hair are sold in separatesections of the display respectively. For example, the consumer needonly identify her hair color as “light”, then shop in the section of thedisplay that contains hair color products suitable for use with thosethat have light hair. Any product in the “light” section will be providea generally acceptable result for her.

Mass market cosmetics users continue to design their walls with theultimate aim of having them serve, as nearly as possible, as stationarybeauty advisors. In this model, the shopper is required to make only oneor two simple decisions about matters such as hair color, eye color, andthe like, then shop at the section of the wall containing products thatare pre-selected and color coordinated for the category into which shehas placed herself.

Such a simple step wise approach to cosmetic purchases would beparticularly relevant in the nail category. There are a plethora ofproduct offerings for nails. In a typical self-select shoppingenvironment the nail products (such as nail enamel, cuticle cream, nailenamel top coat, hand cream, etc.) are simply carded and stored on theretail display shelves. The shopper must rely on guesswork or her ownknowledge to select the products that are best for her. The shopper caneasily make errors or purchase the wrong products. This is particularlytrue when the nail products are to be used in a step-wise groomingregimen.

Accordingly, there is a need for nail products used in a step-wiseprocess for nail grooming to be packaged and merchandised in such a waythat the consumer will be able to easily select the products that are tobe used in each step, and be assured of purchasing each of the productsthat are necessary to practice the step-wise grooming process.

It is an object of the invention to provide a process for merchandisingproducts to be used in a stepwise process for grooming nails.

It is a further object of the invention to provide a retail display formerchandising nail products to be used in a step-wise process forgrooming nails where the products used in each step of the process arefound on a separate section of the display and are clearly marked withindicia indicating the step the particular product is to be used in.

It is a further object of the invention to merchandise nail products tobe used in a step-wise process for grooming the nails where each of thenail products are sold in a blister pack which is printed with indiciaindicating the step of the process the particular nail product is to beused in.

SUMMARY OF THE INVENTION

The invention is directed to a blister pack comprised of a card having aproduct to be used in a stepwise process for grooming the nailsblistered thereto wherein the card contains indicia noting the step ofthe stepwise nail grooming process the blistered product is to be usedin.

The invention is further directed to a self-service merchandise displayfor nail care products to be used in a stepwise process for grooming thenails comprising:

a) a rack for holding and displaying a plurality of nail groomingproducts;

b) wherein said rack is divided into a plurality of adjacent sectionscorresponding to the steps in the stepwise process for grooming thenails;

c) wherein each individual section contains nail care products that areto be used in one step of the stepwise process for grooming nails.

A method for selling nail care products in a retail store environment,wherein said products are to be used in a stepwise process for groomingthe nails comprising:

providing a first product for use in the first step of the process forgrooming the nails and marking it with indicia identifying it for use inthe first step,

providing a second product for use in the second step of the stepwiseprocess for grooming the nails and identifying it for use in the secondstep,

and providing any additional number of products to be used in successivesteps of the stepwise process for grooming the nails and identifyingthem by the step they are used in.

DESCRIPTION OF THE DRAWINGS

FIG. 1: depicts a variety of nail care products that are used in thefirst step of a stepwise process for grooming the nails.

FIG. 2: depicts a variety of nail care products that are used in thesecond step of a stepwise process for grooming the nails.

FIG. 3: depicts a variety of nail care products that are used in thethird step of a stepwise process for grooming the nails.

FIG. 4: depicts a variety of nail care products that are used in thefourth step of a stepwise process for grooming the nails.

FIG. 5: depicts the rear surface of the card 2 for the product in FIG.2A, and is representative in depicting the type of information found onthe card 2 rear surface.

FIG. 6: depicts one type of vertical planogram showing a wall withadjacent sections wherein each section contains nail care products to beused in a stepwise process for grooming nails.

DETAILED DESCRIPTION

-   I. The Blister Pack

The first embodiment of the invention is directed to a blister pack. Theblister pack is comprised of a card having a nail care product to beused in a stepwise process for grooming the nails blistered thereto.

A. The Card

The blister pack 1 comprises a card 2. The card generally has a frontsurface and a rear surface. The front surface is generally the surfacethat faces the shopper when the shopper is shopping at the display wherethe card is found. In general, the front surface is printed withinformation that is more important in terms of communication with theconsumer. The rear surface of the card generally faces toward thedisplay and is not visible to the shopper unless she removes the blisterpack from the display and turns it over to read the graphics, text, orother indicia on the rear surface of the card. Typically, the card rearsurface contains information such as the ingredient listing foringredients found in any composition that is part of the product. Cardrear surface will also often contain the name and address of themanufacturer of the product in small type (also referred to as micetype). The various items that may be found on the card are furtherdescribed herein. Such items may be found either on the rear or frontsurface of the card.

-   -   1. Primary Indicator

The card 2 has a primary indicator 3, such as a number. The primaryindicator 3 denotes what step of the stepwise process the particularnail care product affixed to card 2 is used in. In the case of cards 2depicted in FIGS. 1-4, for example, they contain primary indicators 3which are numbers 3A, 3B, 3C, and 3D, that correspond to numbers 1, 2,3, 4, which are the steps of the stepwise process in which the nail careproducts 4 are suggested for use in.

2. Hang Tag or Punch Hole

Card 2 may contain graphics and text to further assist the shopper inunderstanding the product, features that assist in retail merchandising,and the like. For example, card 2 may contain a punched hole 5 or hangtag, which facilitates hanging of the product on the hooks typicallyfound on retail store displays. Such hooks may be part of the hook andhang type of display system or some other type of display system. Mostoften retail store displays are of the hook and hang type, which means ahook is attached to a wall and the product is hung from the hook.

-   -   3. SKU Number

Card 2 may also contain the manufacturer's product number 6, alsoreferred to as a SKU (stock keeping unit) number. The term “SKU” meansthe lowest level of product detail. The product or SKU number isgenerally found in the form xxxx-xx, where the first four digitsindicate the manufacturer's number for the product line, and the lasttwo digits a sub-code that may indicate shade or a similar subcategory.

-   -   4. Secondary Indicator

Card 2 contains at least one primary indicator 3 that describes whatstep of the stepwise process the nail care product 4 affixed to the card2 is used in. If desired, there may be a secondary indicator 7 of thestep that the product 4 affixed to the card 2 is used in. Secondaryindicator 7 generally comprises a repeat of the primary indicator 3 withrespect to the step, possibly with the step written in text 7A alongwith additional explanatory text 8 or other identifying graphics thatlinks the step denoted in primary indicator 3, and secondary indicator 7with explanatory text 8 that further describes the end result when usingthe product 4 that is affixed to card 2.

-   -   5. Brand Identifier

Card 2 may contain a brand identifier 10, which identfies the brand ofthe product 4 tat is found within the blister pack 1. In this case,while the card 2 lists the brand identifier as “Revlon”, this disclosureshall not be limited to cards 2 where the brand identifier is Revlon,but rather includes cards with any brand identifier 10 listed, or nobrand identifier listed.

-   -   6. Descriptor

Card 2 may further contain a short descriptor 11 that is readily visibleto the shopper and further facilitates the shopper's understanding ofwhat type of product is found in the blister pack 1.

-   -   7. List of Features and Benefits

Card 2 may also contain a list of the features and benefits 12, or whatthe product that is found in the blister pack actually does.

-   -   8. Sub-Brand Information

Card 2 may also contain a graphic indicating the sub-brand 13 of theproduct 4 found within the blister pack.

-   -   9. Weight or Quantity

Card 2 may also contain text or graphics that identify the weight 14 ofthe product 4 found within the blister pack 1 or quantity 15 ofindividual items found within the blister pack 1.

-   -   10. Explanatory Text

Card 2 may also contain explanatory text 21, which may include moredetailed information about the features and benefits of the product, theend benefits it will provide.

-   -   11. Use Instructions

The card 2 may also contain use instructions 22, which provide theconsumer with specific instructions on how to use the product in theblister pack 1. If desired, the use instructions may also containancillary use instructions 23, which are suggestions about using theproduct 4 in the bister pack 2 with other products sold by themanufacturer.

-   -   12. Ingredient Listing

The card 2 may contain a listing of the ingredients that are found inthe composition for the product 4 that is affixed to the blister pack 1.The ingredient listing 24 (also called an MLI), lists the ingredientsfound in the composition in order of descending amounts. That is, theingredient that is present in the largest amount is listed first, theingredient present in the second largest amount listed second, and soon.

-   -   13. UPC Code

The card 2 also, preferably, contains a section for the UPC code 25. TheUPC code is a uniform product identifier and enables the retailer toscan the product through the cash register to record the sale ratherthan the old fashioned ringing up of the item by its price at the cashregister check out area.

-   -   14. Manufacturer Details

The card 2 also may contain further specific details location detailsabout the product manufacturer such as full corporate name and address26 and website address 27. Also, if desired, the site where the productwas manufactured may be noted 28.

-   -   Any one or more of the above may be found on the card 2, either        on the front or back surface of the card, as desired by the        manufacturer. Preferably, one or more of items 1 through 9        mentioned herein are found on the front surface of the card 2        and items 10-14 are found on the rear surface of the card.

For example, FIG. 1A shows a nail care product 4 that is to be used instep 1 of a stepwise grooming process for nails, as indicated by theprimary indicator 3 that is the number “1”. The primary indicator 3 isprinted on card 2 in type large enough to enable the shopper to see itwhen shopping the wall. The card of FIG. 1A contains a punch hole 5, aswell as a secondary indicator 7 that contains the second indication ofthe step in written text 7A (“step 1”) as well as explanatory text 8(“prep & shape”) that states the desired benefit achieved with use ofthe product 4. This ties the step and the desired end benefit togetherfor the shopper and enhances the shopper's understanding of the productand its benefits. The product of FIG. 1A further contains a productnumber 6 in the form xxxx-xx, and a brand identifier 10. The descriptor,11A, “One Step Nail Prep” readily indicates to the consumer what theproduct in the blister pack 1 does. The product features and benefits 12include a description of how the product 4 works—gently and effectivelyremoves nail enamel 12A and cleans and prepares he nail surface formanicure 12B. The card 2 of FIG. 1 further contains an indication of thesub brand 13 (“Expert Effects”) of the product found within the blisterpack 1, as well as an indication of the number of items 15 (“eightpads”) found in the product 4 found within the blister pack 1.

Similarly, the blister pack 1 depicted in FIG. 1B also contains theprimary indicator 3, a “1” that denotes the product in the blister pack1 is for use in step 1 of the stepwise process for grooming the nails.The card 2 of FIG. 1B also contains a punch hole 5 for affixing to adisplay in a retail environment, and the product number 6, which isprinted on card 2. The brand identifier 10 is noted, as well as anadditional descriptor 11 that tells the shopper in a few words what kindof product it is (e.g. extra fast remover). Features and benefits 12 arealso noted on the card 2 of FIG. 1B. Specifically, the features andbenefits 12 of product 4 within the blister pack 1 of FIG. 1B are“quickly removes all traces of nail enamel” and is a “non-dryingformula” that “soothes and protects”.

Similarly the blister pack 1 depicted in FIG. 1C has a primary indictor3, designated “1”, noting that the product 4 is to be used in step 1 ofa stepwise process for treating and/or grooming nails. The card 2 alsohas a secondary indicator 7 with associated written text 8 that ties thestep of the process the product 4 is used in with the desired endbenefit, e.g. “prep and shape”. The blister pack depicted in FIG. 1Calso contains a product number 6, a punch hole 5, the brand identifier10, a descriptor 11 of the product found within the blister pack 1, etc.

Similarly, the other cards 2 depicted in the other FIGS. 1-4 may containany one or more of the items listed herein.

B. Blister

Blistered to the card 2 is the product 4. The blister 17 may be in theform of a thermoformed plastic, preferably clear, so the consumer cansee the product 4 that is blistered to the card 2. The blister 17 may bein the form of a thermoformed plastic 18 that is slightly larger thanthe product 4 and is designed to fit over the product 4, with edges thatfacilitate attachment to the front surface of card. Alternatively,blister 17 may be in the form of a thermoformed plastic or cardboardsleeve 19 that is designed to hold the product 4. An example of ablister 17 in such a form is depicted in FIG. 1C. The thermoformedplastic or cardboard sleeve 19 is suitable for containing the product 4,which is a tube 20 containing a cream to be used for exfoliating handsor feet. Blisters may be made from any type of thermoformable plastic,and are most preferably clear such that the shopper can see the productbeneath the blister and, to the extent the blister covers any graphicsor text, see them through the blister.

Examples of products 4 include, but are not limited to nail enamelremover wipes that are packaged in a package; nail enamel remover liquiddispensed from a bottle or jar, creams that may be dispensed from tubesor jars, bottles with caps, or bottles that have a cap with rod andbrush assembly attached where the brush is used to apply a compositionto the nails or cuticles; vials; vials with applicators such as doe footapplicators or brushes; and the like.

The steps of the stepwise process may be indicated by numbers, letters,graphics, or any other type of indicia, so long as it is clear to theuser what step is associated with the product in question.

Examples of products that may be used in step 1 of a stepwise processfor grooming the nails includes nail enamel remover pads, nail enamelremover liquid, cream or lotion for conditioning surrounding skin. Thecreams or lotions may have ancillary benefits such as exfoliation,moisturization, and so on.

Examples of products that may be used in step 2 of a stepwise processfor grooming nails includes cuticle remover liquid, cuticle removercream, cuticle moisturizer.

Examples of products that may be used in step 3 of a stepwise processfor grooming nails includes compositions that conceal damaged areas onthe nails such as cracks, splits, fissures; compositions that increasethe thickness and strength of the nail; hand and/or foot repair ortreatment creams or lotions.

Examples of products that may be used in step 4 of a stepwise processfor grooming nails includes base coats, top coats, combined base andtopcoat compositions, quick dry compositions, nail gloss (compositionapplied to nail enamel to increase gloss properties), and so on.

-   II. The Retail Display

The retail display 29A for selling the products 4 in self-service retailstores contains one or more racks 29B which are divided into sections,in particular sections for each product 4 used in each step of the nailgrooming process. Such a rack 29B is designed to hold and display thevarious nail grooming products 4 used in the stepwise process forgrooming nails. For example in the first section 29 of the rack 29B,products 4 suitable for use in step one of the stepwise process forgrooming nails are found. In the second section 30 of rack 29B products4 for use in step two of the stepwise process for grooming nails arefound. In the third section 31 of rack 29B, products 4 for use in stepthree of the stepwise process for grooming nails are found. In thefourth section 32 of rack 29B, products 4 for use in step four of thestepwise process for grooming nails are found. The products used in eachstep of the stepwise process are marked with the number corresponding tothe step they are used in. The shopper who desires to purchase nailgrooming products will approach the retail display 29A, identify theproducts from each group that are suitable for use in the various stepsof the nail grooming process, then select the desired products forpurchase. The retail display 29A may also contain a header space 33where the cosmetics manufacturer may put signage 34 that identifies theproduct category and brand, for example. The retail display 29A may alsocontain one or more additional sections 35, 36, 37, for storing otherproducts for use in grooming the nails that are adjuncts to those usedin the stepwise process.

The retail display 29A may be a stand alone display or it may beincorporated into another display. For example, it may be desirable toincorporate retail display 29A with a display for sale of items such asbeauty tools, which are used with the nail grooming products, or othertypes of products.

The blister pack and retail display facilitate the shopper's experienceand enable the shopper to better identify desirable products andpurchase the appropriate products for use.

While the invention has been described in connection with the preferredembodiment, it is not intended to limit the scope of the invention tothe particular form set forth but, on the contrary, it is intended tocover such alternatives, modifications, and equivalents as may beincluded within the spirit and scope of the invention as defined by theappended claims.

1. A blister pack comprised of a card having a product to be used in astepwise process for grooming the nails blistered thereto wherein thecard contains indicia noting the step of the stepwise nail groomingprocess the blistered product is to be used in.
 2. The card of claim 1wherein the indicia are numbers.
 3. The card of claim 1 wherein theindicia are letters.
 4. The card of claim 1 wherein the indicia aregraphics.
 5. The card of claim 1 wherein the card also contains one ormore of the following: (i) product manufacturer, (ii) product brandname, (iii) product sub-brand name, (iv) product description, (v)product number, (vi) ingredient listing, (vii) instructions for productuse.
 6. The blister pack of claim 1 wherein the nails to be groomed arefingernails.
 7. The blister pack of claim 1 wherein the nails to begrooming are toenails.
 8. The blister pack of claim 1 where in thestepwise process for grooming the nails the first product in thestepwise process is used to clean and prepare the nail and/or skinsurface.
 9. The blister pack of claim 8 wherein the first product in thestepwise process is one or more of nail enamel remover, skinconditioner, skin or nail cleanser.
 10. The blister pack of claim 1wherein the stepwise process for grooming the nails the second productin the stepwise process is used to treat cuticles.
 11. The blister packof claim 10 wherein the second product in the stepwise process is one ormore of cuticle remover, cuticle moisture cream, or cuticle moistureoil.
 12. The blister pack of claim 1 wherein the third product in thestepwise process is one or more of a product for concealing nail damage,product for repairing nail splits and cracks, product for moisturizingnails, product for moisturizing the skin of hands and/or feet.
 13. Theblister pack of claim 1 wherein the fourth product in the stepwiseprocess is one or more of a nail enamel base coat, nail enamel top coat,nail enamel base and top coat, nail enamel drying composition, nailenamel gloss composition.
 14. A self-service merchandise display fornail care products to be used in a stepwise process for grooming thenails comprising: a) a rack for holding and displaying a plurality ofnail grooming products; b) wherein said rack is divided into a pluralityof adjacent sections corresponding to the steps in the stepwise processfor grooming the nails; c) wherein each individual section contains nailcare products that are to be used in one step of the stepwise processfor grooming nails.
 15. The display of claim 14 wherein the rack isdivided into adjacent sections, wherein the step of the stepwise processthat the nail care products are used in is numerically identified on theproduct.
 16. The display of claim 15 wherein the rack contains fouradjacent sections.
 17. The display of claim 15 wherein the first sectioncontains nail care products to be used in the first step of the stepwiseprocess, the second section contains nail care products to be used inthe second step of the stepwise process, the third section contains nailcare products to be used in the third step of the stepwise process, andthe fourth section contains nail care products to be used in the fourthstep of the stepwise process.
 18. A method for selling nail careproducts in a retail store environment, wherein said products are to beused in a stepwise process for grooming the nails comprising: providinga first product for use in the first step of the process for groomingthe nails and marking it with indicia identifying it for use in thefirst step, providing a second product for use in the second step of thestepwise process for grooming the nails and identifying it for use inthe second steps and providing any additional number of products to beused in successive steps of the stepwise process for grooming the nailsand identifying them by the step they are used in.
 19. The method ofclaim 19 wherein the products for use in each step of the stepwiseprocess are identified by a number that corresponds with the step inwhich they are to be used.
 20. The method of claim 19 wherein the nailcare products for use in each step of the stepwise process are placedinto sections of a retail display wherein each section corresponds tothe step of the stepwise process in which the nail care product is to beused.